Strategies to Resist Advertising

In the present research, we developed and validated a scale to measure strategies that people adopt when resisting advertising. In three different studies, ten strategies (e.g., counter arguing, selective exposure, and avoidance) were observed. The scale shows convergent validity when correlated with ad skepticism, resistance to persuasion, and reactance.



Citation:

Marieke Fransen, Claartje ter Hoeven, and Peeter Verlegh (2013) ,"Strategies to Resist Advertising", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Marieke Fransen, University of Amsterdam, The Netherlands
Claartje ter Hoeven, University of Amsterdam, The Netherlands
Peeter Verlegh, University of Amsterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Non-normative influence of self-decided prices on product-related inferences

Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA

Read More

Featured

Divorcing the Market

Deniz Atik, University of Texas Rio Grande Valley, USA
A. Fuat Fırat, University of Texas Rio Grande Valley, USA
Ebru Uzunoğlu, Izmir University of Economics

Read More

Featured

J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship

Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.